IBM DM ONE BOX TO RULE THEM ALL by OgilvyOne Copenhagen



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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Denmark
Agency OgilvyOne Copenhagen
Copywriter Laila Lundgaard
Released February 2009

Credits & Description

Category: Business Products & Services
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OGILVYONE WORLDWIDE, Copenhagen, DENMARK
Copywriter: Laila Lundgaard (OgilvyOne worldwide (DK))
Creative Director, Art Director: Ole Rydal (OgilvyOne worldwide (DK))
Key Account Manager: Dan Forsberg (OgilvyOne worldwide (DK))
Chief Executive Officer: Michael Albek (SecureDevice A/S)
Media placement: Dimensional mailing - Snail mail - March 1st 2009

Describe the brief/objective of the direct campaign.
Target group: IT decision makers in Danish companies in the top 100 segment (drawn from both existing and new customers) Strategy: The job was to explain the functionality of a unique ALL-IN-ONE physical security product to a highly exposed (and exhausted) target group. The product was something the target group had not seen before - physical PLUG'N'PLAY box to handle security and protect the company from IT-related attacks. The strategy was that hands-on understanding would penetrate the best. In other words, a show and sell solution was needed in order to be both heard and understood.

Explain why the creative execution was relevant to the product or service.
The overall logic behind the creative execution was 'don't just talk about it, show it'. Sending out a copy of the actual product we wished to sell aided the communiction greatly. Both in terms of memorability for telemarketing and for the actual understandning of the box and its easy of use. The creative solution was in its own a demonstration of the actual product and of its functionalities communicated via the pamphlets inside. The solution came together as a vey holistic form of direct mail with a form that coveyed function to a very large degree.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To creatively build upon the strategy, we created an EXACT cardboard copy DM of the product. The tagline was 'One box to rule them all' - emphasizing that this one box was all that was needed to effectively protect the company. A very unique selling point. The box was divided into 6 compartments with pamphlets adressing the security areas. The designs on the front pages of the pamphlets together formed copy of the inside of the actual box. Enclosed letter was placed inside the lid.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
80% of the recipients understood the product and remembered the box when telemarketing called. They understood what we wanted to sell, how it worked and what the point was. 29% said YES to a continued dialogue. 14% wanted to sign up for a meeting straight away - 3 times as many as usual for SecureDevice when following up on a DM. Total sales first 12 months:16 times the investment Expected sales next 6 months: An additional 15 times the investment. The show and sell pedagogy was well received and a relief for a great portion of the target group.